search query: @author Chernatony, L. de / total: 22
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| Author: | Chernatony, L. de Segal-Horn, S. |
| Title: | Building on Services' Characteristics to Develop Successful Services Brands |
| Journal: | Journal of Marketing Management
2001 : SEP, VOL. 17:7-8, p. 645-669 |
| Index terms: | SERVICE BRANDS DEVELOPMENT |
| Language: | eng |
| Abstract: | Little has been published about services brands, even though the authors are in a services economy. The literature shows services have unique characteristics, but their implications for brand building have not been explored. To understand how to develop and sustain successful services brands with their unique characteristics, the authors undertook in depth interviews with 28 leading brand consultants. They have brand categorisations, which provide rich inspirations for services brand strategies. Ways of circumventing the problems of intangibility and heterogeneous quality were elicited and opportunities for relationship building were identified. |
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